What the Algorithm Wants In 2025

Hey there,

Over the last few months I’ve been trying to be more consistent about posting content online (it’s not been going well) as a way to test, theorize, and learn, so I can better help you and business I work with. One thing I have learned over the past few months is that, for me, funny content performs best for me, particularly on Facebook. I’ve tried all sorts of styles and topics but more often than not, humor is what nets me the most engagement.

So you might read this and think I’m saying “well humor is the best kind of content” well…no, not at all actually. The best kind of content is, well, let’s get into it:

1. Platform‑Specific Trends to Watch

Every network has its own little quirks these days. Here’s what’s hot:

• TikTok & Reels

  • Audio‑first: Custom sounds still outperform ol’ generic music.

  • Multi‑clip storytelling: Videos stitched together (5–8 clips) keep people watching longer.

  • Native editing: Using TikTok’s built‑in tools (text animation, stickers) gives you a slight boost in discoverability.

• Instagram Feed & Stories

  • Carousel Posts: Swipeable carousels with a “teaser” first slide drive 30–50% more saves.

  • Interactive Stories: Polls, quizzes, and sliders keep viewers tapping—Stories completion rate is key here.

  • Close Friends Lists: Exclusive content to small groups can actually lift your overall engagement by making your Stories ring true.

• YouTube & Shorts

  • Shorts Continuity: Posting a 15–60 second “highlight” version of your long‑form video encourages people to binge both formats.

  • Chapters & Timestamps: For full‑length videos, clear chapter markers boost average view duration.

  • Loopability: Repetitive, hypnotic Shorts (e.g., “satisfying” clips) see ∼20% higher replays.

• LinkedIn

  • Document Posts: Slide decks (PDF carousels) on business topics get 2× the clicks over plain text.

  • Native Video: Under 90 seconds, captioned, with a clear hook in the first 3 seconds.

  • Thought‑provoking questions: Posts that end with an open‑ended question drive meaningful comments, which LinkedIn loves.

2. What Actually Matters: Retention

This might be the most important metric to consider

1. Retention

   Or how long does your content keep people on the platform? At the end of the day, platforms want you to stay on it as long as possible, that’s why they all have algorithms because they know people watch what they’re interested in and not necessarily who they’re interested in.

   This is called, interest based content. (Pinterest was one of the first platforms along side Tumblr to work this way)

   So if you want to be shown to more people in the feed, then make content that keeps people in the app longer

Quick Tip: Before you hit publish, ask yourself: “Will someone want to keep, refer back to, or share this?” If the answer’s no, it’s back to the drawing board.

3. What Actually Matters: Shares

All kinds of shares matter here

1. Shares

   Or, content I want other people to see. Content that gets shared a lot tells the platform that not only is this good content, it’s good enough I want my friends to see it. There’s no hard data on how shares work, but know that the platforms know they are a good thing.

Quick Tip: Think about content that encourages sharing “send this to X to let them know Y”

4. What Actually Matters: Saves

Content worth revisiting

1. Saves/Bookmarks

   Or, content so good or educational, I don’t want to lose it. Saves really seem to boom when content is educational. People see a piece of content that they can’t use in the moment? That’s where a save comes in. Saves are another kind of metric that tells the app what is good stuff.

Quick Tip: When your content is so good people want to remember it forever? You know you’re on the right track

5. Debunking Outdated Advice

Time to retire these now‑irrelevant tactics:

• “Post Every Day at 6 PM”

  • Uniform posting times are passé. Today, posting when your audience is active—check your Insights—is what counts.

• “Use 30 Hashtags on Instagram”

  • Hashtags matter less than they used to. Focus on 5–7 ultra‑relevant tags, or better yet, keyword‑optimize your caption.

• “Follow/Unfollow to Grow”

  • This hack not only feels spammy—it actually hurts your reputation. Authentic engagement is the only sustainable path.

• “Go Viral or Go Home”

  • Chasing virality is like searching for lightning in a bottle. Instead, build steadily by delivering consistent value and cultivating community.

Wrap‑Up & Your Next Steps

The algorithms in 2025 reward genuine engagement over empty tricks. Start by auditing one piece of content:

1. Check its retention rate.

2. See how many saves/shares it earned.

3. Brainstorm one small tweak (e.g., tighter hook, clearer CTA to save/share).

Try it out this week and let me know how it goes! Hit reply or DM me on Instagram @amargrabe—would love to see your results.

Until next time,
Aaron

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